Hasbro Amps Up Fashion Partnerships

Oct 16, 2013

Hasbro has signed a raft of new fashion deals for its My Little Pony and Transformers brands with partners including the Benetton Group, Alice Vandy and Smith & Brooks.

The Benetton Group will create My Little Pony and Transformers fashion collections that will include apparel, footwear and accessories for kids and newborns. The line will arrive at United Colours of Benetton stores in 42 countries beginning in spring 2014.

“The collaboration between Hasbro and Benetton promises to take the My Little Pony and Transformers franchises to a new level of fashion and style,” says Simon Waters, senior vice president, global brand licensing and publishing, Hasbro. “We are constantly seeking new ways to raise the bar for our consumers in terms of how they engage with our brands, and these collections will certainly deliver in a big way.”

Hasbro has also signed a licensing agreement with Alice Vandy for a range of retro apparel featuring My Little Pony that will arrive at retail later this fall.

Additionally, the toy company has signed a series of cross-brand deals that include a kidswear line from Smith & Brooks featuring My Little Pony, Transformers, Furby and Mr. Potato Head; and an adult t-shirt and nightwear collection from Somerbond that will showcase My Little Pony, Transformers, Hasbro Games and Action Man.

“The translation of Hasbro brands through fashion continues to hold incredibly deep appeal for consumers of all ages worldwide,” says Waters. “Our core global franchises such as My Little Pony and Transformers, as well as long-time favorites such as Mr. Potato Head, allow licensees to be incredibly imaginative and innovative in designing goods that allow fans to showcase their love of classic brands with what they wear.”